1. What factors/actions/characteristics of Eli’s have made its web initiative so effective?
2. Evaluate the company’s use of promotion versus traditional advertising in light of the type of business it is in. Would another mix of promotion and advertising more efficiently or effectively meet its objectives?
3. Are the apparent objectives of Eli’s Cheesecake the same as those you would expect to find in a large conglomerate?
4. What appears to be the emphasis on short-term versus long-term objectives?
5. What channels should Eli’s consider in its international expansion?
6. How should Eli’s go about identifying potential new markets?
7. How should Eli’s go about finding potential new distributors or large customers?
8. Should Eli’s consider other methods of market entry such as joint ventures or establishing production facilities abroad?
9. Will the present Web page be adequate for the next several years? Why or why not?
10. Should Eli’s consider expanding its product line? If so, what additional products might it consider? What would be the advantages and disadvantages of doing so?